Last week, Super Bowl 52 was the highlight of everyone’s Sunday night. For me, it was the advertisements that came with it. I’ve handpicked a few of my favorites.
Despite the viral mishaps that Tide has had to deal with this past year, they brought their A-game with their Super Bowl ad. They’ve brought in “Stranger Things” star, David Harbour to start the commercial off by mimicking various “typical” Super Bowl ads before revealing that, “it’s a Tide ad.” Hilariously, he interrupts the beginnings of other industry ads to point out that it is still a Tide ad. Harbour continues to question if all ads are Tide ads because they feature clean clothes.
Tide’s approach is a playful way of poking fun at the kinds of ads that are featured during the Super Bowl each year while pointing out a common factor in their favor.
When Amazon’s Alexa loses her voice, Amazon’s team brings in some celebrity help to fill in. Gordon Ramsey, Cardi B, Rebel Wilson and Anthony Hopkins bring their own personalized answer to the consumers’ questions. Their ad also features a cameo from Amazon’s CEO, Jeff Bezos.
Amazon’s ad brought a comical twist to Alexa. By bringing in these celebrity substitutes, it brought a more personable aspect that is often not found in AI’s.
This ad starts out as what seems like a trailer for a “Crocodile Dundee” sequel, starring Danny McBride and Chris Hemsworth. As they embark on a journey across Australia , Hemsworth begins to point out Australia’s best features, including its beautiful beaches and fine wines. When they arrive at a high-class restaurant, McBride comes to the realization that “This isn’t a movie. It’s a tourism ad for Australia.”
Prior to the Super Bowl version of the ad, a “movie” teaser featuring other Aussie actors such as Hugh Jackman, Margot Robbie, and Ruby Rose was released. Australia’s tourism campaign does a great job of misdirecting the viewer into thinking this was a movie trailer until McBride is transparent with the viewer about the ad’s original intentions. It’s refreshing to see the transparency in ads such as this one and the Tide ad without being too demanding of what they’re selling.
Doritos and Mountain Dew
Doritos and Mountain Dew have collaborated for a lip-sync face-off between Peter Dinklage and Morgan Freeman. Dinklage is up first as he takes a bite of a Dorito’s Blaze chip before spitting fire while lip-syncing to Busta Rhymes’s line in Chris Brown’s, “Look at Me Now.” Making his way down the lit room, the furniture and walls are in flames. On the flip side, Morgan Freeman starts out with a sip from his ice cold Mountain Dew Ice before freezing up the room to Missy Elliot’s, “Get Ur Freak On.”
I think it’s a great way to showcase that these PepsiCo products can be a great combination together while expressing that opposites can attract. And while these unsuspecting actors channel their inner Rhymes and Elliot, this ad wouldn’t be complete without cameos from the musical artists.
PyeongChang 2018 Olympic Winter Games
The Winter Olympics have started this past weekend and NBC has done a great job of showcasing the stories of various athletes on the US team in a series they call, “Best of U.S.” One of their commercials showcases 2010 gold medalist, Lindsey Vonn. The commercial, accompanied by Alicia Keys’s “Girl on Fire,” is a montage of Vonn’s childhood through home videos and several competition clips, continuing through her crash in 2013, where she was airlifted out of the race due to her injuries. It continues through her recovery process and comeback to the slopes.
Their series of commercials shows a more personal side to these professional athletes. They really show that they are just like anyone else and are trying their best at what they love to do. They have faced hardships and exhibit that it is not all glamor and victory. They’ve put in a lot of hard work, sacrifices, soul, blood, sweat, and tears into their craft. And that’s what makes them the “Best of U.S.” for the Winter Olympics.
Historically, brands often compete to be part of the select ads that are aired during the Super Bowl because it has been one of the most viewed sporting events across the nation. However, times have changed.
Social media has become a highly influential factor in promoting products and services. So much so that these companies have been releasing these ads even before the Super Bowl and are available for the public to view them online even after the game. I believe the name of the advertising game has changed and it has now become about what kind of story you can tell, or how funny, weird, or quirky you can make your ad.
This brings up the question: Do you think companies are advertising their products for advertising sake and exposure through the Super Bowl or has it become more about telling the best story they can tell?
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